Delight customers with mobile content

Copyright © 2015 Oracle and/or its affiliates. All rights reserved. |
Delighting Mobile Customers
Content for Apps, Videos, and a Social Media Campaign
Marta Rauch, Emily Hamer
@martarauch
#STC15
June, 2015

Safe Harbor Statement
The following is intended to outline our general product direction. It is intended for
information purposes only, and may not be incorporated into any contract. It is not a
commitment to deliver any material, code, or functionality, and should not be relied
upon in making purchasing decisions. The development, release, and timing of any
features or functionality described for Oracle’s products remains at the sole discretion of
Oracle.
2

Delight Mobile Customers
• Develop mobile app content
• Create a mobile video
• Run a social media campaign
• Get feedback
• Communicate wins
Find our slides here: http://www.slideshare.net/MartaRauch/presentations
Develop effective
mobile content,
get feedback,
communicate wins

Copyright © 2015, Oracle and/or its affiliates. All rights reserved. |
Mobile Content
Oracle Confidential – Internal/Restricted/Highly Restricted
Delight mobile customers

Adapt your content
• App store descriptions
• Embedded in the app
• Video script, captions
• YouTube video, channel descriptions
• Social media campaign
• Blogs, marketing posts
• Mobile-friendly library
Tip: Leverage
your content
across multiple
channels

Develop app store descriptions
Tip: Plan for app
store content
updates

Develop app content
• All text on mobile screens
• Hints and tips in screens and fields
• Messages
Tip: Work with
your UI and UX
teams on all
content

Contribute to mobile tours

Provide mobile-friendly content
9
Tip: Test on
tablets and
phones,
portrait and
landscape

Edit ruthlessly
Ask:
•What is the primary purpose
of this screen?
•Will users know how to interact
with it within three seconds?
•Is the information too dense?
What can be removed?
- Rachel Hinman, http://rachelhinman.com/
Tip: Be sure help
topics fit on the
screen

Provide a mobile-friendly library
• Responsive-design using HTML5 and CSS3
• Easy to read on desktop, laptop, mobile devices
• Links to YouTube video and mobile playlists

Design with mobile in mind
Looks great on desktops, laptops,
and mobile devices
Responds to:
• computer or mobile device
• screen size
• operating system
• portrait or
landscape mode

Encourage engagement
• Add comments
• Provide ratings
• Recommend content
• Create collections
• Post to your social networks
• Use enhanced search

Provide End User License Agreements (EULAs)
Link to End User
License Agreement

Mobile Video

Showcase your app in a mobile video
Convenient for mobile users
Easy to watch on mobile devices
Encourages downloads

Sample mobile video requirements
• iPad screencast
• Camtasia for editing on a PC
• Presenting on YouTube

Sample mobile video plan
• Use Reflector to get screencast
from iPad to PC
• Use Camtasia to edit video
and produce to YouTube
Tip: Reflector
gives you high-
quality
screencasts

Sample mobile video process
1.Start Reflector on PC
2.Connect PC and iPad to wireless network
3.Connect iPad with Mirroring to PC
4.Record screencast with Camtasia
5.Edit and publish video
to YouTube
Tip: Reflector
comes with
mobile skins to
resemble the
actual device

Create mobile playlists
Add playlists to YouTube channels
Tip: A mobile
playlist helps
customers find
your video

Leverage your mobile video
Highlight in blogs and social networks
Show at conferences and demos
Tip: Give your
video URL and
overview to sales
and marketing

Listen for posts about your video
Top Pick on Frequency mobile video app
Tip: Do a
Google search
for your
product to find
3rd
party posts

Run a Social Network Campaign

Post on social networks
Leverage mobile content
Post about the app, app stores, videos,
library, docs, marketing pages, blogs…
LinkedIn
Twitter
Facebook
Google+
YouTube
Tip: Adapt your
content for
different
networks

From app store description to social networks
Reuse mobile content

Twitter
Tip: Use
hashtags to
index posts for
search results

Facebook
Tip: Use
graphics to
invite
engagement

Google+
Tip: Use
Google+ to
boost search
results and SEO

YouTube
Tip: Your
Google+ posts
display on
YouTube, invite
engagement

Get Feedback

Get feedback from customers
• Questionnaires
• Social networks
• Communities, forums
• Customer partner program
Get buyin
Set up team, project, timeline
Get leads from marketing, sales
Select representative customers
Include a mix of products, releases
Hold quarterly webcasts
Tip: Start a
customer partner
program

• Which mobile devices do you use?
• What type of help is most useful for apps?
• What is your experience with
in-product tours?
Ask for feedback on mobile content

• Would you visit the library on a mobile device? Which devices?
• What are your favorite features in the library?
Comments
Ratings, reviews, recommendations
Collections
Bookmarks
Related resources
Social network sharing
Ask for feedback on mobile library

• What search terms do you use to find videos?
• What information do you
look for in a video?
• What’s the best length for a product video?
Ask for feedback on mobile videos

• Which social networks do you use?
• What information do you like to see?
• What are your favorite types of posts?
Ask for feedback on social networks

Feedback on mobile content
“The mobile tour is great. It helps you get started,
and has just the right amount of information.”
“The mobile content and library are useful.”
“I like being able to give feedback and
add comments and reviews.”

Feedback on social networks
“I follow you on all of your social networks. I stay
up-to-the-minute and get your RSS feed in my inbox.”
“I follow you on LinkedIn and Google+. LinkedIn is my favorite
network and I check it daily.”
“I appreciate the great work you’re doing with
social networks. The posts give me information
in real-time to help customers upgrade.”

“I like seeing the product in use with a
live demo in the video.”
“Your YouTube channel is my go-to location
for finding your videos.”
“I subscribe to your video channel and get
notifications when new videos come out.”
Feedback on mobile video

Communicate Wins

Examples:
• Engagement
• Follower growth
• Page views
• Time on page
• Actions
• Downloads
• Interview feedback
Gather metrics

Sources:
– Twitter
– Facebook
– Bitly
– Google+ and CircleCount
– YouTube
– Adobe Site Catalyst / Omniture
Look at analytics
Tip: Check
out Twitter
analytics!

Check Facebook page insights Tip: Gather
useful metrics
with Facebook
page insights

Check Bitly stats
Tip: Be sure
to create and
use Bitly links

Check YouTube data Tip: Learn
which devices
viewers use to
watch your
videos

Share highlights with management
“The mobile tour is great. It helps
you get started, and has just the
right amount of information.”
“I appreciate the great work you’re doing with
social networks. The posts give me information
in real-time to help customers upgrade.”
“I like seeing the product in use
with a live demo in the video. “
Tip: Show value
and customer
satisfaction to
gain support for
future projects

Resources

• Marta Rauch SlideShare, http://www.slideshare.net/MartaRauch/presentations
o Marta’s preso on social media strategies and tips
o Marta’s article on setting up a Customer Partner program
• Marta Rauch Pinterest boards: http://www.pinterest.com/martarauch/
• Developing User Assistance for Mobile Apps, by Joe Welinske
• The Language of Content Strategy (includes Marta’s topic), by Scott Abel and Rahel Bailie
• Managing Enterprise Content: A Unified Content Strategy, by Ann Rockley
• Content Strategy for Mobile, by Karen McGrane
• Responsive Web Design, Ethan Marcotte
• Amy Schade, Video Usability: http://www.nngroup.com/articles/video-usability/
• Oracle Application Express – application used to build the mobile library
• Twitter Analytics: https://analytics.twitter.com/
• Facebook Insights: https://www.facebook.com/business/news/pageinsights
• CircleCount Google+ analytics: http://www.circlecount.com/
• Guy Kawasaki, What the Plus Google+ guide, http://www.guykawasaki.com/what-the-plus/
• Guy Kawasaki, Enchantment, http://www.guykawasaki.com/enchantment/
Selected Resources

Tips if you’re just getting started with social media
Get permission to post
Review corporate and legal guidelines
Monitor your company’s networks
Identify social network allies in your company
Find your customers
Look for champions of your products
Check your competitors’ networks
http://www.slideshare.net/MartaRauch/rauch-innovations-inuserassistancewritersua2012

Who will create content, post
What types of posts, content
When to post, frequency, response time
Where you’ll post
How to handle spam, negative posts
Account names, branding, graphics, setup
Campaign strategy
Analytics
Reporting
Make a social media plan
http://www.slideshare.net/MartaRauch/rauch-innovations-inuserassistancewritersua2012

• Develop mobile app content
• Create a mobile video
• Run a social media campaign
• Get feedback
• Communicate wins
Develop effective
mobile content,
get feedback,
communicate wins
Find our slides here: http://www.slideshare.net/MartaRauch/presentations

•@martarauch @ETSHamer
•Marta Rauch Emily Hamer
•+Marta Rauch
• Marta Rauch
• Marta Rauch
Connect
with us!
Thanks to everyone in the room and virtual attendees!

Emily Hamer is a Principal Information Developer at Oracle.
She works with teams to develop content and video-based user assistance for
Public Sector Planning and Budgeting and mobile and cloud products.
Emily enjoys launching social media campaigns to introduce new products,
showcase functional enhancements, and engage customers.
About the Speaker

Marta Rauch is a senior principal information developer at Oracle, where she leads mobile,
cloud, and REST API projects. She enjoys participating in design jams and developer
challenges for beacons and the next generation of mobile, wearable technology.
Marta advocates mobile usability, and provided UX and beta feedback for augmented reality mobile apps
for iPad and Android.
A frequent presenter for conferences and webinars, Marta has published articles for IEEE, HCII, STC Intercom,
and CIDM Best Practices. She contributed information to Developing User Assistance for Mobile Apps, by Joe
Welinske. Her augmented reality topic is in The Language of Content Strategy by Rahel Bailie and Scott Abel.
An STC Associate Fellow, Marta has received 15 awards for individual and team projects at
the regional and international level. She is VP of STC Silicon Valley and a member of the
Nominating Committee.
Marta graduated from Stanford University and holds a certificate from the University of California.
About the Speakers @martarauch

Safe Harbor Statement
The preceding is intended to outline our general product direction. It is intended for
information purposes only, and may not be incorporated into any contract. It is not a
commitment to deliver any material, code, or functionality, and should not be relied
upon in making purchasing decisions. The development, release, and timing of any
features or functionality described for Oracle’s products remains at the sole discretion of
Oracle.
54

Delight customers with mobile content

Delight customers with mobile content

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